Course Overview
This course is designed to provide students with a broad background on the nature and scope of marketing concepts used in business. It is designed to give students a clear understanding of the marketing function, introduce students to the elements of the marketing mix (4P’s) and demonstrate how today’s managers employ these tools to gain a competitive edge in the global economy.

The frameworks used are based around frameworks developed by the instructor through his actual experience as a CEO at Kenja, Chief Marketing Officer for Vodafone Japan, Global Commercial Strategy Head for Vodafone, and Enterprise Business Head for the 2 Billion USD revenue/2000 person division of Japan Telecom.

This class was designed for students that already took a Marketing Fundamentals class. The class discussion will therefore cover more advanced topics even if it uses the same case as Introduction to Marketing.
Spring semester
Term 2 Upper Division Exchange Students
Thursday, period 3 (13:40 - 15:20) & period 2 (15:40 - 17:20)
Students are NOT allowed to enroll in Marketing Management if you are enrolled in Introduction to Marketing (choose one please)

*本学の教育ミッションを具現化する形で設定されています。

Learning Outcomes
By the end of the course, you will be able to -
Understand what a Value Proposition is and know how to Develop one.
Understand the Blue Ocean Framework and be able to rethink the overall Value Proposition of the company.
Think strategically about a business and how to think about how to best position the company

教育手法 Teaching Method		% of Course Time
インプット型 Traditional		20 %
参加者中心型 Participant-Centered Learning	ケースメソッド Case Method	80 %
	フィールドメソッド Field Method	0 %
合計 Total		100 %

Course Approach
This course will be taught using the Socratic Method of inquisitive class participation. Cases will be extensively used. We plan to have guest speakers as well. There is a substantial amount of reading and preparation that you will complete daily in preparation for class. The purpose of the class time is not to recite the facts of the readings, but to use the facts of the case as inputs to your arguments and positions in class.
The main purpose of the class time is to explore your understanding of your positions, to stimulate rational thinking and illuminate ideas. As such, the professor will regularly call upon you to present your positions regardless of whether you volunteer. You will have to explain that position to others in the class and be subject to the critique of the professor and the other classmates. As in the real world, there is often no single “right” answer and you will lack complete information. Regular class attendance and sincere engagement in the case discussions is essential to achieve the learning objectives and to pass the course. I must emphasize this point that merely attending the class with no engagement will result in failure for a major section of your grade.

*成績は下記該当項目を基に決定されます。
*クラス貢献度合計はコールドコールと授業内での挙手発言の合算値です。

講師用内規準拠 Method of Assessment	Weights
コールドコール Cold Call	0 %
授業内での挙手発言 Class Contribution	0 %
クラス貢献度合計 Class Contribution Total	0 %
予習レポート Preparation Report	40 %
小テスト Quizzes / Tests	0 %
シミュレーション成績 Simulation	0 %
ケース試験 Case Exam	60 %
最終レポート Final Report	0 %
期末試験 Final Exam	0 %
参加者による相互評価 Peer Assessment	0 %
合計 Total	100 %

評価の留意事項　Notes on Evaluation Criteria

Note on Grading
Class Discussion Grading:
Grading of your Remarks is based on three things:
Relevance to the TOPIC at hand (make sure to answer the question being raised),
Quality of Comments - the comment should be something that advances the dlass understanding on the topic.
Frequency of Participation. You should try to have one comment in each class and should raise your hand therefore at least a couple of times during each class.

I will also provide opportunities to make comments online using a Content Platform. I will discuss this in class.
Since Class Participation accounts for a large part of the discussion, I will give you feedback after the first Day of Class if you are in the bottom 20% of the class for Class Participation. Also, if you would like to receive an A during the class, please let me know in advance and I will also send feedback if you are on track to meeting that goal.

Group/Individual Project:
To be Announced 2 weeks before class - it will be based on students developing their own 5P Proposition. (Purpose, Product, Price, Place/Distribution, Promotion) Guidance on specific research and analysis will be provided.

• Renée Mauborgne and W. Chan Kim「Blue Ocean Strategy (HBR)」Harvard Business School Press（2005）

List of Cases and Articles
Kansai Digital Phone: Zutto - Gaining Japanese Loyalty HBS
Marvel INSEAD
Kazuo Inamori, A Japanese Entrepreneur HBS
Fast Retailing Group HBS
Yellow Tail Wine Breakaway Product Position Columbia Business School (on HBS)
Sephora
Leadership Online: Barnes and Noble vs Amazon.com HBS
Nissan’s U-Turn: 1999-2001 Condensed Version of Redesigning Nissan (A & B) INSEAD (on HBS)

Comment on Course Evaluation
This is my first time the instructor is teaching this course. The instructor is basing this on his MBA and undergraduate courses where he received very high evaluations based on student appreciation for the actual experience of the instructor in managing at an executive level. The instructor was seen as someone who is enthusiastic of helping his students learn.

About the Lecturer
Ted is currently CEO of Kenja Corporation, a B2B Cloud Collaboration platform company selling to Enterprise Customers. He was previously Head of Private Equity Asia for Fidelity Investments, Chief Marketing Officer of Vodafone Japan and Verizon Wireless (West), Global Head of Commercial Strategy for Vodafone, and Head of the Enterprise Business Unit at Japan Telecom.

Ted also worked at IBM and Bain and Company and holds an MBA from Harvard
Business School as well as Computer Science and Economics degrees from UC Berkeley.